The quickest path to truly understanding your market is to have the right conversations with the right people with zero intention of selling them anything.
The more you understand your end-user, the better you are, regardless of your role.
- If you’re a talent leader, talk to the right candidates to find out what they want in their next job and how they research companies. Map your EB to this.
- If you’re in sales, talk to your ICP purely as a way to learn how they want to buy. Then do that.
- If you’re a marketer, talk to your target audience to continually create the things they care about. Then actually create them.
You have to get out of your comfort zone, be curious, and have real conversations with real people.
When you see this as the path forward and not a waste of time, everything will change.
Bottom line, this is about building empathy and understanding behavior as a way to map your work to it, not selling stuff.
P.S. James Hornick and I are launching a new thing. It’s a regular show called “The Employer Content Show” which premiers next Wednesday 8/19 at 1pm PT.
Here are all the links to follow the discussion on the Talent Insights podcast if you’re interested: